Apsychologist by the name Festinger first brought up the termdissonance in 1957. It generally refers to the distress experiencedwhen there is a difference between new interpretation or informationand what is normally known. The hypothesis of cognitive dissonancesuggests that, in case dissonance happens, the condition can besolved by discarding either the old belief or the new interpretationor evidence.
Theextent to which individuals experience dissonance tends to varyvastly especially due to the diverse cultural beliefs. Though thecognitive dissonance theory has been quite robust, majority ofresearch works have been done in North America. It is therefore hardto affirm whether the same outcome could be attained in othercontinents such as Africa etc. As elaborated by many cross-culturalpsychologists, the social psychological hypotheses do not necessarilygeneralize the cultural borders. Different psychological proceduresoccur between the cultures just like the self is archetypal construed[ CITATION Ste10 l 1033 ].
Whattypically arouses dissonance within the society is the difference inbeliefs. The cultural beliefs cannot be uniform across the society.With the ever evolving lifestyle, newer mechanisms are commonlyemployed to emphasize on changes. However, the changes do not bringuniformity in the same degree. In that respect, dissonance is boundto happen and even researchers can expect the same due to the culturedifferences [ CITATION Ric10 l 1033 ].
Reducingdissonance is quite hard. As previously mentioned, the only way ofdealing with these situations is by either forfeiting the newevidence or old belief. The extent to which both beliefs areacceptable determine the one to discard i.e. if the new evidence ismost suitable as compared to the old belief, then the old belief isdiscarded and vice versa. In conclusion therefore, dissonance is oneaspect in which researchers ought to do more so as to ascertain thecultural differences across all societies.
Fletcher, Richard. "The Impact of Culture on Cognitive Dissonance." The Impact of Culture on Cognitive Dissonance (2010): 1-7.
Lehman, Steven J. Heine and Darrin R. "Culture, Dissonance and Self-Affirmation." Culture, Dissonance and Self-Affirmation (2010): 1-12.